If you ask any business owner what their most valuable asset is, the answer will be ‘our reputation’. Unfortunately reputation is one of the few business assets not under the complete control of the business owner.

Reputation is earned through providing excellent customer service, which is why the world’s most successful businesses put so much focus on the customer experience. Jeff Bezos, founder of Amazon, is famously ‘customer obsessed’.

Put simply, your business reputation is what others – most importantly your customers – think about you. It’s what gives your business the trust factor that makes getting new business so much easier.

Reputation has traditionally been communicated through word of mouth. These days it’s far more visible thanks to online reviews, blogs and social media.

80% of consumers trust reviews as much as personal recommendations

BrightLocal Local Consumer Review Survey 2015

As consumers, we know the power that reviews hold in terms of influencing our own buying decisions.

So considering the importance of reputation, you would think nearly every business has a proactive system in place to obtain customer feedback. You’d also think most businesses would be regularly publishing testimonials on their websites.

Amazingly, you’d be wrong. There’s a variety of reasons for this – but none of these reasons is a valid excuse to miss out on your greatest selling tool.